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New book shows entrepreneurs how to grow their business with customer's cash

More than two generations ago, the venture capital community – VCs, business angels, incubators and others – convinced the entrepreneurial world that writing business plans and raising venture capital constituted the twin centrepieces of entrepreneurial endeavour. They did so for good reasons: the sometimes astonishing returns they've delivered to their investors and the astonishingly large companies that their ecosystem has created.

But the vast majority of fast-growing companies never take any venture capital. So where does the money come from to start and grow their companies?

In his new book, Customer-Funded Business, best-selling author John Mullins (Associate Professor of Management Practice in Marketing and Entrepreneurship, London Business School) explains how this funding comes from a much more agreeable and hospitable source – the customers. In The Customer-Funded Business, Mullins uncovers five novel approaches that innovative 21st century entrepreneurs, working in companies large and small, have ingeniously adapted from their predecessors.

To read the full article, click here

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